SPORTS-NOV09-P18 Sports Survey:SGBGolf_NEW_template 16/11/2009 13:05 Page 18
Special report
SGB
Sports Retail Survey
Painting the trade
by numbers
Over 1,000 independent sports retailers
surveyed in the UK and Ireland
To carry out the Sports
retail Survey, SGB
commissioned DT
Detailed survey coverage to be published in the
Marketing, an
independent marketing
December/January issue of Sporting Goods Business
consultancy. The survey
was managed by Deborah
Trott, who has nearly 20
I
t is always good to talk, but sometimes it is Is it over or not? years of marketing
more important to listen; to those who are It seems that in the current ‘is it over or isn’t it’ experience and is a former
close to you, to your colleagues, customers, economic atmosphere, independent sports retailers Head of European
suppliers and as a magazine, to your readers. are gritting their teeth and holding their own in the Marketing for New
recession: Balance Athletic Shoes.
That is exactly what we have done with the SGB
Sports Retail Survey. We commissioned independent In addition to distributing
specialists DT Marketing to contact over 1,000 67.4%
of sports retailers said their
profitability had either stayed the the survey online and via
independent retailers in the UK and Ireland so we same or gone up in the last 12 direct mail, DT Marketing
can hear what the market is saying. We wanted to months undertook a series of one-
discover what you, the retailers and our readers, to-one telephone
think about the pressing issues facing the sports interviews with retailers
retail trade today. 72.6%
of sports retailers predicted that
business will stay the same or get from a variety of
better over the next 12 months affiliations and geographic
We wanted to know:
locations. This was done to
As ever, competition from the big discounters gain information
presents major challenges, and the strengthening of concerning retail
• Whether you trade online
key buying groups was cited as the best way to draw operations, to obtain
• What sports are selling well
stronger support from the major brands. detailed views on relevant
• What you think about trade shows and which
strategic issues.
ones you attend
• Whether you are a member of a buying group
Reading matter All survey responses are
• Your market forecast
At Sporting Goods Business magazine we are strictly non-attributable.
• What you think of Sporting Goods Business as
delighted to learn that SGB is the most widely read
a magazine
magazine in the sports trade: “They say the two most
important things in
Our questions – Your answers 78.7%
of sports retailers reading business are to listen to
Sporting Goods Business your customers, and then
Every which way – by post, online and even over the listen again,” says Trott.
telephone – we have asked the UK and Ireland’s sports
retail trade over 40 questions with a view to providing 67.3%
of sports retailers read Sports “This is what we have
Insight done: we have given every
the trade with a comprehensive and pertinent survey. independent sports
The questionnaires are now in, and in the true
spirit of audience participation, of reader interaction, 6.1%
of sports retailers read Drapers retailer the opportunity to
comment, to have a voice
the votes are being counted and verified. and to have their say.”
In the next issue of Sporting Goods Business - We have also received a raft of insightful comments
December/January - we will bring to you detailed and observations about what retailers want to read
coverage of what you are saying to us. While final in the trade press, and how our editorial could help
numbers are still being crunched, here is a taste of your business. We are taking on board everything
what is to come: you have to say.
www.dt04.co.uk
18 SGB SPORT NOVEMBER 2009
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